Attitude Toward Advertising: Race and Gender Differences

Abstract

Attitude toward advertising has been an important area of research in the advertising literature for years. This paper extends the body of advertising and consumer behavior literature by examining the perceptual difference in attitude toward overall advertising between African American males, African American females, Caucasian males and Caucasian females. The study supports some previous research that found African Americans to have a more favorable attitude toward advertising. However, this work extends current advertising knowledge by showing that African Americans’ attitude toward advertising personal dimension are significantly different from Caucasian males but not Caucasian females.